I was excited to receive this email last week from Clear Channel/Los Angeles Hot AC radio station KBIG (My 104.3). It’s a great example of an effective newsletter, highlighting most of the things that should be in every one of yours! Specifically, here are seven things that make this a winner!
1) Easy to read. It’s well laid out, easy to follow and find content. There’s not so much going on that each individual item competes for attention as if it were just one more neon sign in Times Square.
2) It’s all about the member. Since the newsletter is delivered to members of their MY CLUB Loyalty program, it follows that all of the elements be about club activity and benefits. It is loaded with benefits for the member, from Alice In Wonderland tickets to a Bon Jovi experience to awarding me points for engaging in the letter.
3) Interactive content. The What’s That Noise and What’s That Photo contests offer interactive games played on-air (noise) and online (photo). While I would have recommended What’s That Photo be executed inside the club (must join to play), there is a members benefit for playing….an additional code worth points. What’s That Noise could have offered a bonus clue to members only, delivered inside the club as well (using Home Page Promo, Page Host, or several other ways).
4) Links. Each element is well written, to the member perspective, and links take the reader directly to their website to get more information. Non-club content does not clutter the newsletter, but is offered in clickable tabs at the top of the newsletter. This keeps it clean, but easy to access.
5) Brand Value Content. The special live performance by Colbie Caillat adds brand value and credibility to the newsletter. This link is to the live acoustic section of the station’s site, but an option for stations that have no such feature is to host the video inside the club, through Home Page Promo or Page Host, or as a Survey, with the opportunity to offer feedback on the video.
6) It’s Personal. It’s a small, and easy extra – but important – touch to welcome me by name and show me how many points are in my account.
7) It doesn’t ask too much of the member. The tone of the newsletter is just right: It places valuable offers and content in front of the reader, encouraging but not demanding a response. Nothing in this newsletter is hype, but there is much value. Even the obvious advertising messages (Dr. Pepper, Disneyland for example) are presented with a sensitivity to the member.
How could this newsletter improve? There’s only one thing I’d do differently: Add one more tab called “Recent Winners” linking to the closed contest/sweepstakes page. This would validate that members are benefitting and winning in the club.
Congratulations to the team at KBIG, and thank you for doing it right!
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